How to train your marketing teams?

Why you need to train your marketing people on the automation tool

Many people always misinterprete this tool ‘marketing automation’.

They have the idea that marketing automation accurately automates everything. Not only is that not true, but what it does automation doesn’t run completely on autopilot. It needs monitoring and occasional adjusting.

Marketing automation is the automating the delivery of marketing messages. Mostly through email, some through social media (and I expect more such tools to take advantage of social media marketing in the future).

Marketing automation sends somewhat personalized messages based on what actions were taken with the last email. Think of it as content on your website, chained together with email messages that contain if-then type statements to determine which email goes out next, and when.

How does marketing automation works? To fully understand the working of marketing automation, you must concentrate on providing training and education to your people.

Remember that the effectiveness of your tool is not about how much you spend on purchasing your automation tool but it’s the end results of your marketing tool and therefore a tool is not enough. Someone has to do the setup and make it do what you need it to do.

As a small business, the main aim of your marketing people is to generate as many leads as possible for your sales people and with marketing automation, this process becomes easier.

So why train your marketing people?

Here’s why.

Lead Generation

Marketing automation helps your marketing people access more data, which in turn gives them the opportunity to generate more leads.

They need to be trained to understand how to use this tool to nurture leads effectively. They also need to be trained to know how to segment your leads more effectively.

Lead Nurturing

Training your marketing people on marketing automation enables them to understand how lead nurturing is be done through the tool. Remember that lead nurturing is more than just sending emails to your leads. It’s sending the right email at the right time to the right person.

In summary, marketing automation makes your marketing messaging much easier but it may not be possible to achieve that without training and educating your marketing people on how to use this tool.

How you do that varies from tool to tool, but at the very least the vendors provide video training to help bring your people up to speed.

Learn more here…

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